This billboard at Zionsville Road and I-465 on the city's northwest side displays a new Hooier Lottery ad campaign. It is seen Saturday March 9, 2013. Rob Goebel/The Star

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In a break with its conservative past, the Hoosier Lottery has launched a new advertising campaign that encourages people to consider how they would spend their winnings.

It's the first campaign under the direction of private manager GTECH Corp., the company hired in October to boost lottery revenue for the state by $500 million over the next five years.

The new campaign, expected to cost $10 million, includes TV, print, radio, and outdoor components. Commercials began airing last week and feature a cartoon-like thought bubble to represent the dreams of lottery players and will include ...